商场管理 考点.docVIP

Structure of the exam. paper Choices Q 2’x15 Part A: Single Choice Q 20’ Part B: Multiple Choices Q 10’ Terms Explanation 4’x5 Short Answer Q 5’x7 Essay Q 15’x1 Terms Customer satisfaction The extent to which a products perceived performance matches a buyers expectations Customer equity the combined discounted customer lifetime values of all of the companys current and potential customers Return on marketing investment the net return from a marketing investment divided by the costs of the marketing investment Market Targeting The process of evaluating each market segments attractiveness and selecting one or more segments to enter Interactive marketing Training service employees in the fine art of interacting with customers to satisfy their needs. Market-Skimming Pricing Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales Value-added pricing Setting prices based on buyers perceptions of value rather than on the sellers cost Channel conflict Disagreement among marketing channel members on goals and roles—who should do what and for what rewards. Public relations Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Integrated direct marketing Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits Chapter 1 Customer relationship groups Chapter 2 Steps in strategic planning Defining the company mission Setting company objectives and goals Designing the Business Portfolio Planning marketing and other functional strategies First 3 steps : Corporate level Las step: Business unit, product and market level The Boston Consulting Group Approach The Growth-share Matrix) (1/3) SBU Strategies (2/3) Next task is to determine what objective, stra